Our new approach to research – innovation based on real user needs

Our new approach to research:

Our new approach to research:

A GOPRO recording helps communicate the user perspective at later stages in the innovation process. In this recording, a user eats dinner with her child. Both her eating habits and the way she looks after her child at the same time are valuable for user research.

Challenge

Arcelik, a big Turkish manufacturer of white goods, was looking for new product and service concepts for its portfolio. The desire was to keep customers engaged and enthusiastic by developing concepts based on real user needs.

Method

In line with the “BUILDING IDEAS” innovation principle, the needs survey took place directly in the kitchens of future users drawing on an ethnographic approach. BUILDING IDEAS is an innovative new approach that combines the advantages of existing methods such as design thinking, user experience and Lego®SeriousPlay® within a structured framework. The technique bolsters users’ emotional confidence and allows them to contribute their tacit knowledge – both of which are valuable resources for product innovation down the line. At the end of the survey process, the results of the analysis (which included videos and storyboards) were compiled into a showcase and presented to Arcelik’s management and development teams in a multi-day design session that really brought the results to life. This ensured that the Arcelik team could see into the process, providing them with a way into the user experience.

This was then followed by a multi-day design thinking session during which the Fraunhofer IAO R&D management team sat down with Arcelik to develop product and service concepts.

Result

As a result of this process, Arcelik has access to a structured documentation of user needs – providing immediate insights into the user perspective. The process also yielded specific product and service concepts for the kitchen of the future.